Botanic Tonics has been named to Bain & Company’s 2026 Insurgent Brands list, marking the company’s third consecutive year earning this distinction. The annual list is a closely watched benchmark in the fast-moving consumer goods (FMCG) sector, recognizing high-growth U.S. consumer brands that are driving disproportionate category growth and outpacing traditional competitors in both innovation and sales.
Category Creators: How Botanic Tonics Redefined Energy and Supplements
Founded in 2020, Botanic Tonics has grown from a regional startup into a nationally recognized brand competing alongside — and outperforming — legacy energy drink and supplement brands across key retail channels.
Drawing on noble kava root’s centuries of traditional use and pairing it with botanicals like natural kratom leaf and yerba maté — with no synthetic ingredients, no alcohol, and no chemical extracts — Botanic Tonics speaks to a growing consumer demand for functional energy offerings, botanical pairings, and alternatives to high-caffeine, synthetic energy drinks.
“Achieving a three-peat on Bain’s Insurgent Brands list reinforces what we’ve believed from day one: consumers are ready for a shift in the energy and supplement category,” said Cameron Korehbandi, CEO of Botanic Tonics. “For decades, innovation centered on sugar substitutes, fictitious flavors, escalating caffeine levels and synthetic coloring. We took a different path: harnessing botanical formulations rooted in tradition to deliver functional energy and focus without compromise. We’re not chasing flavor trends or quick fixes: Botanic Tonics is building and leading a new category grounded in premium botanical supplements that come from nature.”
Botanic Tonics’ flagship tonic, feel free CLASSIC, earned the No. 1 position at a leading national convenience retailer, reflecting strong consumer demand for natural, botanical energy alternatives. Botanic Tonics also expanded consumer access to Kava Maté through Amazon Prime, bringing the pairing of noble kava root and yerba maté — in a convenient 2-ounce bottle — to a national audience.
All Botanic Tonics products are manufactured in an FDA-registered, cGMP-certified, and Kosher-certified facility and undergo multiple quality and safety tests for consistency and compliance. Botanic Tonics continues to lead the energy and supplement category in education and transparency through extensive consumer education.
About Bain & Company’s Insurgent Brands List
Bain & Company defines insurgent brands as those that have generated more than $35 million of annual revenue in Nielsen IQ-tracked channels, have grown more than 10 times their category’s average growth rate over the past five years, and have maintained positive growth over the past two years. To qualify for Bain’s list, insurgent brands must be independent or have been acquired by a large consumer packaged goods company only within the past two years.
“We’ve now seen a decade of sustained momentum from insurgent brands driving exceptional growth and disruptive innovation in the consumer products sector, and this year is no exception,” said Charlotte Apps, executive vice president of Bain’s Consumer Products practice. “Looking ahead, we expect insurgents will continue to outgrow the market as health and wellness trends, retail dynamics, and technology further disrupt the industry.”
About Botanic Tonics
Botanic Tonics is the leader in botanical supplements. Founded in 2020 and headquartered in Broken Arrow, Oklahoma, our feel free® product line harnesses the wisdom of ancient botanical traditions to support energy, focus, and mood. Our flagship product, feel free CLASSIC®, combines noble kava root and natural kratom leaf, in a formulation that contains no synthetic ingredients, alcohol, or chemical extracts and is for responsible consumption for adults 21 years of age and older only. We deliver botanical pairings that deliver sustained, grounded energy without the jitters associated with artificial energy drinks in our newest innovation, Kava Maté. With more than 129 million servings sold, feel free CLASSIC® maintains the strongest safety record of any kratom product on the market, backed by government testing, gold-standard clinical trials, and expert medical review. Botanic Tonics’ products are manufactured in an FDA-registered, cGMP-certified facility and undergo multiple tests for consistency and safety. Botanic Tonics continues to lead the energy and supplement category in education and transparency through extensive consumer education. Learn more at botanictonics.com.
Disclaimer
The statements in this press release have not been evaluated by the U.S. Food and Drug Administration. The products referenced are not intended to diagnose, treat, cure or prevent any disease. This announcement is provided for informational purposes only and does not constitute medical advice.
Warning: This product contains natural kratom leaf which, like caffeine and alcohol, may be habit-forming and harmful if consumed irresponsibly. Avoid if you have a history of substance abuse. When consumed as recommended, feel free CLASSIC has not been shown to cause any serious physical or social harm.
Caution: Not for consumption by or sale to persons under the age of 21. May interact with certain medications — consult a licensed, qualified healthcare professional before use. Do not consume with excessive alcohol. This product is not intended for those who are sensitive to the active ingredients or women who are pregnant, nursing, or trying to become pregnant.
To learn more, visit our Consumer Education page.
Media Contact
Botanic Tonics
media@botanictonics.com
